Department of Noise lets sound 20 minutes
As part of the video-first offensive of 20 Minuten, a matching sound identity was developed in addition to the implementation of a new design and new target group-oriented news formats. Department of Noise was responsible for this.
Emphasis was placed on the acoustic differentiation between explosive news and entertaining formats. The basis for this was the work of the renowned English branding agency Moving Brands.
Beat Krapf, Head of Video at 20 Minuten, says: "Developing a new sound identity in a team is a big challenge. Feelings, visions and ideas regarding sound are difficult to put into words. DoN did an excellent job of translating the necessary work. That's why the result fits so well with 20 minutes."
It was clear from the start that co-development could be a challenge for a project of this size. Marcella Corti, project manager for "Video first" at 20 minutes: "There are a lot of disciplines at play here, so sometimes decisions have to be made quickly. In this context, the internal interim assessment of DoN's work was always our highlight. They listened to us enormously well right from the start and understood us." Beat Krapf adds, "DoN tackled the sprint with us and made sure we reached the finish line in record time. That's what makes it fun!"
In close collaboration between the project teams, different sound assets with a high recognition value were developed within a short time. The acoustic elements of "20 Minuten NOW!" are now in daily use on 20minuten.ch and in the app. The three variants of openings of the live broadcasts (breaking news, news, soft news) as well as an overarching closing sequence will follow in the coming weeks.
